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Boutique Hotels

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BOUTIQUE HOTELS 1. What are the operational challenges associated with developing new boutique hotels? * Design and Architecture - the boutique hotel must be able to create its own "personality" or "identity" with various themes different from that of chain hotels and other boutique hotels. The goal is to create a unique, intimate, and stylish environment that makes every customer's stay a distinctive experience that would make him/her want to come back. * Selecting Target Market - the target market of the boutique hotel must be those who can highly relate and appreciate its unique features and/or environment. * Superior Customer Service - to further differentiate the boutique hotel from competition, it has to provide its customers with excellent customer service. Mostly preferred for this type of operations is personalized service which would really identify itself from other hotels. ...read more.


Both options have its individual advantages and disadvantages. * Value-Added Services - the boutique hotel must also be able to identify various value-added services, which it can offer to further distinguish it from competition. This may include types of bed, hotel activities and dishes to feature. * Mass Customization - offering this type of service will additionally make a distinction among competition at the same time keeping costs at a minimum. 2. What can we learn from the mass customization of tangible goods (e.g., Lands' End or Dell) that can be applied to the mass customization of services (e.g., boutique hotels)? * In mass customization of tangible goods, the customer is highly involved more particularly in the design of the goods (e.g. Customized Bird Feeders of Case 1 - Natural Designs, Inc.). This is also true for customization of services. ...read more.


3. How can boutique hotels maintain a consistent/standard level of service without compromising their unique/personalized service mission? The key to achieving both consistency in the level of service and personalized service mission is excellent customer relationship. The organization has to develop and instil to its employees the value or culture of excellent customer service for it to be consistent across the organization. To be able to achieve this, the company has to invest in extensive customer service trainings and ensure that it is put into practice in daily operations. To incorporate mass customization or personalized service in this value, everyone in the organization has to be hands on in delivering excellent guest relations including top management. Furthermore, excellent customer service must not only be provided to external customers but to internal customers as well (e.g. employees, suppliers, investors, owners) to ensure the development of a strong organizational value. ?? ?? ?? ?? - 1 - ...read more.

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